Tag: Purpose-first

The Purpose Spectrum: How to evaluate your brand’s role in a socially conscious society

These days, the marketers behind nearly every brand on Earth are being told to “find their purpose”—their reason for existence that transcends their products and services. The one that can endear them deeply to their customers on a more fundamental, human level and ensure their efforts contribute to more than just profit generation. This is […]

The Death of Purpose: How Bandwagoning Is Throttling Important Progress

If we, as marketers, are proficient at anything, it’s beating a wonderful concept to death. Whether it’s a popular meme or graphic design style, we are adept at grabbing hold of the latest trend, bending it to suit the whims of our brands, and subsequently wringing every last ounce of utility and creativity out of […]